Determinants of Consumer Online Purchasing Intention

Abstract

The purpose of this paper is to understand consumers' online purchasing intentions. This study extends the technology acceptance model (TAM) by adding subjective norm, perceived enjoyment, perceived risk, and prior internet experience in the development of a theoretical model to study customers' intentions within the context of online purchasing. An empirical approach was based on an online survey of 252 people in Tunisia, undertaken during August/September 2020. The data were analyzed using structural equation modeling. The results of the study indicated that perceived usefulness, perceived enjoyment, and prior internet experience are significant positive predictors of consumers' online purchasing intentions. Nevertheless, perceived risk appeared to exert significant negative influences respectfully on consumers' online purchasing intentions. These results help the practitioners to consider the important factors in their strategies when they make strategic decisions as key factors affecting online purchasing intentions.